Książulo launches Muala pizza brand in Żabka stores

Książulo Muala Pizza Żabka influencer marketing food industry

Szymon Nyczke, a popular Polish culinary YouTuber known as Książulo, has launched his own line of frozen pizzas, branded as ‘Muala’, distributed through over 13,000 Żabka convenience stores. The product, managed by Quality Prime, includes two varieties: Fat Peppa (pepperoni) and Fat Cheese (cheddar and jalapeño), priced at 24.99 PLN each.

The launch has triggered significant controversy and a public relations crisis. Many followers and local restaurant owners have accused the influencer of compromising his credibility by transitioning from an independent food critic to a commercial producer. Some businesses that previously displayed his ‘Muala’ quality seal have publicly removed it, citing a loss of the symbol's meaning.

Product reviews from nutritionists and internet critics have been mixed to negative. Experts have highlighted high levels of salt, fat, and calories, noting that the pepperoni version contains processed meat. Some reviewers criticized the dough's texture, describing it as ‘spongy’ or ‘heavy’ rather than the intended American-style thick and airy crust. Despite the backlash, some public figures have defended the move as a legitimate business expansion.

Entities

Blanka Lipińska · Gospoda Dzikie Fiołki · Katarzyna Bosacka · Książulato · Książulo · MUALA · Magda Gessler · Michał Wrzosek · Muala Pizza · Pomysłodawca · Quality Prime · Szymon Nyczke

Claims

What the coverage asserts, and how many sources carry each claim.

[● 2 SOURCES] The pizza will be available in over 13,000 Żabka stores across Poland. pulsgdanska.pl
[● 3 SOURCES] Szymon Nyczke is launching his own pizza line called MUALA na grubo. kuchnia.wp.pl · pulsgdanska.pl
[○ 1 SOURCE] The Fat Peppa variant contains approximately 1780 kcal per pizza. kuchnia.wp.pl
[● 2 SOURCES] Each pizza is priced at 24.99 PLN. kuchnia.wp.pl · pulsgdanska.pl
[○ 1 SOURCE] The Fat Peppa pizza contains over 9 grams of salt, exceeding the recommended daily limit of 5 grams for adults. kuchnia.wp.pl
[○ 1 SOURCE] The product is not an advertising collaboration with Żabka, but Nyczke's own product being distributed through their stores.
[● 3 SOURCES] Official sales are scheduled to begin on October 7, 2026. kuchnia.wp.pl · pulsgdanska.pl
[● 3 SOURCES] The product line includes two variants: Fat Peppa (pepperoni) and Fat Cheese (cheese with jalapeño). kuchnia.wp.pl · pulsgdanska.pl
[○ 1 SOURCE] The pizza is Szymon Nyczke's own product rather than a promotional collaboration with Żabka.
[● 2 SOURCES] The development of the pizza recipe took over a year. pulsgdanska.pl
[● 3 SOURCES] The product line includes two flavors: Fat Peppa (pepperoni) and Fat Cheese (cheese with jalapeño). kuchnia.wp.pl · pulsgdanska.pl
[○ 1 SOURCE] The Fat Peppa pizza contains approximately 76g of fat, including over 28g of saturated fatty acids. kuchnia.wp.pl